The client
Urbani Truffles is a leader in the production and sale of high-quality truffles and truffle products. The careful and integrated organization of the production cycle, together with a qualified sales network, allows us to bring Urbani's products to gourmet tables around the world, achieving the same quality and level of satisfaction one would appreciate in Italy.
QNY was asked to develop several campaigns for Urbani to win new clients, improve orders, and showcase their new product catalog for Truffles and Caviar. The main target group was B2B clients including hospitality brands and high-end cuisine.
Strategy and design
Together with the CEO, digital strategy director, and e-commerce, I developed a digital campaign for Urbani's Truffle and a new line of caviar products. Both campaigns were intended to be launched on social media platforms as well as on other platforms throughout the web. With the slogans "The Art of Truffle" and "The Art of Caviar" we aimed to elevate the products to a premium status indicating their high quality and eliminating any competition on the market from similar brands.
Premium Product elements
The elegance and premium character of the brand was emphasized by the use of a limited color palette. Black, white, and gold are associated with elite high culture and premium goods throughout the world and are a core element of Urbani's brand guidelines. These colors were used throughout all variations of the slogan as well as in the photographs, like in the caviar eggs on the wooden spoon that have a golden touch.
The CTA was strategically placed framing the centered photography, that caught the viewer's eye, while the button invited curiosity with the "Discover Now" action. Later the CTA was changed to "Download Catalog" so the result of the action could be more easily distinguished.
Working with e-Commerce
While working on the different banner sizes I closely communicated with the eCommerce team to adapt only the sizes, that promised high response numbers. The design, which the client had already approved was resized for the additional banners, which was sometimes a challenge since the elements had to be repositioned without losing their purpose and efficiency.
